midsumma rebrand

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A dynamic logo, style guide and poster designs for Victoria's pride festival, Midsumma.The rebrand harkens back to Pride’s roots as a grassroots movement, bold and unabashed in its assertion of queer existence in the face of mainstream society. iInspired by underground zine culture of the 1980s-1990s, it uses print textures and duotone effects and embraces the variations and imperfections inherent to print. This emphasizes the festival's commitment to platforming marginalised artists.